Inside Apple: How America's Most Admired--and Secretive--company Really Works

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Inside Apple: How America's Most Admired--and Secretive--company Really Works

by Adam Lashinsky

Grand Central Publishing | January 25, 2012 | Hardcover

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INSIDE APPLE reveals the secret systems, tactics and leadership strategies that allowed Steve Jobs and his company to churn out hit after hit and inspire a cult-like following for its products.

If Apple is Silicon Valley''s answer to Willy Wonka''s Chocolate Factory, then author Adam Lashinsky provides readers with a golden ticket to step inside. In this primer on leadership and innovation, the author will introduce readers to concepts like the "DRI" (Apple''s practice of assigning a Directly Responsible Individual to every task) and the Top 100 (an annual ritual in which 100 up-and-coming executives are tapped a la Skull & Bones for a secret retreat with company founder Steve Jobs).

Based on numerous interviews, the book offers exclusive new information about how Apple innovates, deals with its suppliers and is handling the transition into the Post Jobs Era. Lashinsky, a Senior Editor at Large for Fortune, knows the subject cold: In a 2008 cover story for the magazine entitled The Genius Behind Steve: Could Operations Whiz Tim Cook Run The Company Someday he predicted that Tim Cook, then an unknown, would eventually succeed Steve Jobs as CEO.

While Inside Apple is ostensibly a deep dive into one, unique company (and its ecosystem of suppliers, investors, employees and competitors), the lessons about Jobs, leadership, product design and marketing are universal. They should appeal to anyone hoping to bring some of that Apple magic to their own company, career, or creative endeavor.


Format: Hardcover

Dimensions: 240 Pages, 6.3 × 9.45 × 0.79 in

Published: January 25, 2012

Publisher: Grand Central Publishing

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 145551215X

ISBN - 13: 9781455512157

Found in: Management and Leadership

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Inside Apple: How America's Most Admired--and Secretive--company Really Works

Inside Apple: How America's Most Admired--and Secretive--company Really Works

by Adam Lashinsky

Format: Hardcover

Dimensions: 240 Pages, 6.3 × 9.45 × 0.79 in

Published: January 25, 2012

Publisher: Grand Central Publishing

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 145551215X

ISBN - 13: 9781455512157

About the Book

"Inside Apple" reveals the secret systems, tactics, and leadership strategies that allowed Steve Jobs and his company to churn out hit after hit and inspire a cult-like following for its products.

From the Publisher

INSIDE APPLE reveals the secret systems, tactics and leadership strategies that allowed Steve Jobs and his company to churn out hit after hit and inspire a cult-like following for its products.

If Apple is Silicon Valley''s answer to Willy Wonka''s Chocolate Factory, then author Adam Lashinsky provides readers with a golden ticket to step inside. In this primer on leadership and innovation, the author will introduce readers to concepts like the "DRI" (Apple''s practice of assigning a Directly Responsible Individual to every task) and the Top 100 (an annual ritual in which 100 up-and-coming executives are tapped a la Skull & Bones for a secret retreat with company founder Steve Jobs).

Based on numerous interviews, the book offers exclusive new information about how Apple innovates, deals with its suppliers and is handling the transition into the Post Jobs Era. Lashinsky, a Senior Editor at Large for Fortune, knows the subject cold: In a 2008 cover story for the magazine entitled The Genius Behind Steve: Could Operations Whiz Tim Cook Run The Company Someday he predicted that Tim Cook, then an unknown, would eventually succeed Steve Jobs as CEO.

While Inside Apple is ostensibly a deep dive into one, unique company (and its ecosystem of suppliers, investors, employees and competitors), the lessons about Jobs, leadership, product design and marketing are universal. They should appeal to anyone hoping to bring some of that Apple magic to their own company, career, or creative endeavor.


About the Author

Lashinsky is a Senior Editor At Large for Fortune Magazine, where he covers technology and finance. He is also a Fox News contributor and frequent speaker and moderator. Prior to joining Fortune, Lashinsky was a columnist for TheStreet.com and the San Jose Mercury News. He lives in San Francisco with his wife and daughter.

Editorial Reviews

Lashinsky takes us inside the walled garden at Apple''s corporate headquarters compound, at One Infinite Loop, Cupertino, Calif., partially lifting the Kremlin-esque secrecy that shrouds the enigmatic company.
-Mark Veverka, Barron''s
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